When it comes to influential marketing, is it pretty small? This is what a new group of commentators will believe. The New York Times is just one of many outlets to raise the potential of social media under the radar to make a big impact on awareness and consideration. Because there are only a few thousands of audiences, the specific creators are said to provide a level of connectivity that Kardashian can not match, although it is much cheaper to work with. What do not you like?
Not so fast, though. Nanosomes may have big dreams, but their effect and real potential remain small as the name suggests. When you look to spend millions of dollars on leverage on a large scale, bringing nanoinfluencers to your campaign is likely to be a very frustrating and largely futile exercise.
This does not mean that there is no place for nanoinfluencers. With low costs, high originality and a keen attitude towards satisfaction with their sponsors, they can indeed offer an exciting or complementary alternative to traditional marketing. The key is to keep your expectations realistic and do them the right way.
Put it in the right part of your budget
Nanosomes may have big dreams, but their effect and real potential remain small as the name suggests.
Nanoinfluencers are a bad occasion for traditional influencing marketing. Which are difficult to assemble on a large scale and pose management and measurement challenges that can make any campaign negative. In this sense, rather than being collected in the same context with influential first-class media and paid media where their shortcomings are quite obvious, the authors of nanoinfluencers belong more correctly in the field of acquired media. Long-tail, PR-style effect is best suited to both the scale and effect of nanoinflluence and nanoinfluencers themselves.
Keep cash payments low or non-existent
While influential high-level influencers can take up to five batches for a single sponsored job, many intentional Nazis will work for food or ask them to help promote it. Most of them are in this for pleasure and passion and do not expect to earn a living from you. If they ask for money, they are often happy enough to cover a month or two of utility payments. The homespun nature of its contents and the personal associations fostered by the fan base make nanoinfluencers perfect to help spread the word of mouth for a few free times from time to time. Whether complementary to current marketing or public relations activities or as an independent, low-risk initiative, this type of grassroots effort can better achieve its objectives than a more powerful marketing campaign for traditional influence.
Use organizations on a large scale
With most nanoinfluencers part of a typical microinfluencer size, it takes a lot of them to assemble a drive of reasonable size and plenty of time and effort before we hope to see the effect. To spare yourself to identify candidates one by one, try going behind them in groups using the institutions or links associated with them. For example, there are about 400 SoulCycle teachers across the country. This is a great personality for some brands to take advantage of. It can help you first bring in recruiting others, and put the network's impact to work on building a faster domain.
Maintain strict control over messages
Top-level campaigns usually include creative talent control – after all, their great followers prove that they know what they are doing, their own style and the content you hope to benefit from. This also puts you at risk of an annoying brand incident if one of the influencers is excluded. With nanoinfluencers, you can maintain strict control over messages to maximize impact and avoid the type of errors that can be made up to key influencers (at the expense of their sponsors). You must tell the creative agency your nanoinfluencers exactly what to do, when and how.
Learn from your nanoinfluencers
The small and intimate nanoinfluencer offers interesting opportunities for learning. Although measurement is a challenge based on nanoinfluencer-by-nanoinfluencer, you can still analyze aggregated metrics across large groups of nanoinfluencers to see which content or creators are driving most of your purchases, clicks, and engagement. You can use these ideas to improve only future nanoinfluencer campaigns, but also traditional high-impact campaigns.
Geographic information sources are also often involved in a more objective dialogue with their followers who see them as friends of more distant celebrities. Comment suspension indicators can also provide insight into how you receive sponsored posts and how your brand is perceived as a result.
In some respects, nanoinfluencers represent the web at its best, combining "do-it-yourself" content, manually formatted personal connections and a desire to start small and dreamy. But these days, they are also standing on unrealistic propaganda and expectations that can be generated by the grandmother. Do not let critics draw you into a quagmire for social media that can not be managed. Let nanoinfluencers do what they do best.